Mark Josem has sold a 5-bedroom family home on 1,129m² at 89 Broadway, Camberwell, for mid-$4 million after 21 days on market via private treaty to a buyer sourced through Instagram.
Mark Josem secured mid-$4 million for a 5-bedroom, 2-bathroom house on 1,129m² at 89 Broadway, Camberwell, after the buyer discovered the property through Instagram video content rather than traditional portal searches.
The buyer — an upsizing family — wasn’t actively looking in Camberwell when Mark’s social media campaign caught their attention, illustrating how platform-based marketing can expand reach beyond suburb-specific search parameters.
Dual-channel approach in a challenging market
Mark ran the standard portal campaign but added Instagram storytelling in parallel, using video content featuring the vendor doing the talking.
“We expand the audience through social reach,” Mark said.
“The authentic nature of the content has been received as a refreshing change to the real estate industry. When you’re on portals, your search is defined by the suburbs you enter. Social media gives us an opportunity to attract buyers to a property they may not have as their suburbs they’re navigating.”
In what Mark characterises as a challenging market, the additional channel proved decisive.
“Having a pathway to generate an additional one or two buyers is the difference between a poor result and an excellent result,” he said.
The generational appeal
Broadway in Camberwell is a prestigious address characterised by large allotments and generational properties that rarely turn over. The street attracts long-term holders, with over 60% of residents holding properties for more than a decade, similar to other tightly held inner-Melbourne family pockets like Studley Park and Kew’s Barkers Road precinct.
For the purchasing family, the property represented a forever home.
“This is the home that their family will never grow out of because of the space, because of the size, because of the proportions,” Mark said.
“That’s why the vendor bought it. That’s why the purchaser bought it. And we’re sure that’s why the next family will buy it too.”
Preparation and presentation
Mark prepared the property with flooring updates, wall refinishing, and professional staging to ensure it competed effectively in a market where buyers have choices.
“Presentation is very important in a current market because buyers have choices and it needs to be an appealing proposition,” he said.
The property sold via private treaty after 21 days on market.
What it means for Camberwell sellers
Mark’s advice for property owners considering a sale centres on audience expansion.
“The most important thing to selling your home is to make sure that as many buyers are seeing your property as possible,” he said.
“You need to make sure that your agent is expanding the audience and not just relying on the portals.”
The vendors were pleased with the outcome and excited about the next family enjoying the home.
About the Agent
Mark Josem is the founder of Storyhouse and an Inner East Melbourne specialist in family homes across Boroondara and surrounding suburbs. With more than a decade of experience, he combines proven selling fundamentals with story-led, video-first marketing and conducts bilingual English–Mandarin auctions. For more information email Mark or call on +61 488856736